At Piggly Wiggly Birmingham, we’re proud to support businesses that uplift our community—especially those dedicated to health and wellness. This month, we’re spotlighting Vita Era, a wellness brand that’s redefining hydration and holistic health while giving back to the next generation.
A Visionary Leader in Wellness
Vita Era was founded by Rodney Cooper, a former University of Alabama basketball player who later played professionally overseas and in the NBA G League with the Boston Celtics and Houston Rockets. After transitioning from sports to sales in 2018, Rodney conceived the idea of Vita Era in 2020 and turned it into a reality by early 2021, driven by what he calls “consistent confirmation from the Man above.”
His mission? To transform the hydration and sports drink industry while inspiring young people to expand their horizons. One of Vita Era’s core values is “Pour Into Others”—a commitment that goes beyond hydration. A percentage of proceeds supports mentorship programs and educational field trips for youth, exposing them to universities, various industries, and new career opportunities. Rodney believes that “Exposure Leads to Expansion,” and through Vita Era, he’s making that vision a reality.
Pour Into Others: Investing in Youth Sports
Vita Era is deeply involved in Birmingham’s youth sports community, supporting local teams and aspiring athletes by providing hydration solutions and sponsorships for leagues and tournaments. Rodney’s background as a professional athlete gives him firsthand knowledge of what young athletes need to perform at their best. Through partnerships with youth basketball and football programs, Vita Era not only provides essential hydration products but also offers mentorship and leadership training to help young athletes reach their full potential.
As part of its mission to support athletic performance and wellness, Vita Era is partnered with several Birmingham-area schools and athletic programs, including:
- UAB Men’s Basketball
- UAB Women’s Basketball
- Mountain Brook High School
- Vestavia Hills High School
- Pelham High School
- Oak Mountain High School
- Chelsea High School
- Helena High School
- Calera High School
- Shelby County High School
- Vincent High School
- Montevallo High School
- Woodlawn High School
- Banks Academy
- Fultondale High School
- John Carroll High School
By partnering with these schools, Vita Era is providing young athletes with high-quality hydration that helps them train, recover, and compete at their best.
Rodney Cooper’s commitment to community outreach sets Vita Era apart. In addition to providing clean hydration, Vita Era organizes fundraising events for nonprofits that align with its mission, helping underserved youth gain access to new opportunities. By choosing Vita Era, you’re not just investing in your health—you’re contributing to a movement that empowers future generations.
Quality Hydration & Wellness for a Healthier You
When it comes to health, quality matters. Vita Era’s hydration and supplement lineup is carefully crafted with natural, clean ingredients—free from unnecessary additives. Each product is formulated to:
✅ Enhance Hydration: Fast-absorbing formulas to replenish and refresh.
✅ Boost Immunity: Packed with essential nutrients to keep you strong year-round.
✅ Increase Energy & Focus: Designed to fuel both body and mind.
✅ Support Community Growth: Proceeds help fund educational programs for youth.
Find Vita Era at Piggly Wiggly Birmingham
We’re excited to bring Vita Era to our shelves so you can conveniently access premium wellness products at your local Piggly Wiggly Birmingham.
Ready to Elevate Your Wellness?
Shop Vita Era today at your nearest Piggly Wiggly Birmingham. Have you tried Vita Era? Share your experience with us! Find these health-boosting products in our wellness section and take a step toward a healthier you.
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